Wendy Lewis the brand’s global diversity officer, wrote on Medium that the move was to celebrate “the extraordinary accomplishments of women everywhere and especially in our restaurants.”

While many appreciated the gesture, the marketing stunt fell flat among others as they questioned what the company was trying to achieve.

“Hey @McDonalds, maybe instead of a cheap PR stunt where you make the M a W to ‘support’ women, you do something real—like paying your workers a living wage,” tweeted Nathan Lerner, Democratic Coalition Executive Director.

McDonald’s low wages have placed its female employees at a disadvantage, with some facing poverty and homelessness, The Guardian reports.

A McDonald’s spokesperson explained that most of McDonald’s restaurants are independently owned, therefore its respective owners set the wages and benefits of the restaurants.

Some netizens expressed their unhappiness with the movement. One Twitter user commented, “Now that it was inverted to make a ‘W’ for women, reversing it will make it an ‘M’ for men. Forever.”

Another wrote, “You could also provide liveable wages, better benefits, equal pay, legitimate career paths for the future, paid maternity leave…Or you can flip a logo upside down that works too.”

Today, we flip our Golden Arches to celebrate the women who have chosen McDonald's to be a part of their story, like the Williams family. In the U.S. we’re proud to share that 6 out of 10 restaurant managers are women. https://t.co/6z88OhjXpOpic.twitter.com/hXfOi3wWQf

How about you pay your workers a living wage? That would PROVE that you actually honor and celebrate women. This is OBVIOUSLY a publicity stunt and you could have use the money spent for this to give your Female workers a bonus or a raise 😒 https://t.co/gxAOSnUw02

Yeah, they sure spent a fortune on flipping the arch. They could have given everyone a fraction of a penny raise. Except management, No one is supposed to work at McDonalds to make a living, friend. Its a young persons job to gain experience.